Perhaps a hint is available from LG's reference to last year's Consumer Electronics Show, at which it unveiled another 55-inch OLED TV, the
55EM960V.

Rumors on the Web have it that the earlier model was made over slightly and is now being announced as the 55EM9700.

The model demonstrated at CES 2012 used Kodak's
RGBW (red, green, blue, white) technology, which includes "white" or transparent filter elements that allow the photodiode to respond to all colors of light, and detect, rather than absorb, light. LG purchased Kodak's RGBW color filter patents in 2009.

LG did not respond to our request for further details.

Vive la Revolucion?

It's likely that LG is using active-matrix organic light-emitting diode (AMOLED) technology in its screens. AMOLED screens are used in mobile phones, media players and digital cameras because they provide higher refresh rates than passive-matrix OLED technology. AMOLED technology also requires significantly less power than OLED technology.

OLED will usher in a new era of home entertainment and make for a transformational moment in that area, LG claims.

"This 55-inch LG TV is an engineering marvel," Eisner told TechNewsWorld. However, he thinks the transformative technology in TVs will be ultra-high resolution using a new backplane technology called IGZO -- Indium Gallium Zinc Oxide."

Apart from screen technology, the direction Apple takes may prove to be a more powerful agent for change than OLED.

"Apple's going to approach TV from a different direction," Eisner said. "It's going to be more about content and user interface and blending into the Apple ecosystem."

However, OLED technology "is definitely the future," Sweta Dash, senior director of display research and strategy at
IHS iSuppli, contends.

Got Money?

Price may be the stumbling block for LG and Samsung as they roll out large-screen OLED TVs.

"The biggest issue is: Can they reduce the manufacturing costs to make these OLED TVs mainstream? We don't think it's possible to do so right away," Dash told TechNewsWorld. "We've heard LG have changed from mass production to producing limited quantities."

Pushing OLED TVs as the next wave "could see LG doing itself and the TV industry harm because consumers may hold off from buying TVs in the expectation of getting cheaper OLED sets soon," Eisner suggested. "That's not good for an industry that's already seeing some challenges."

Still, LG has no choice but to establish a beachhead in the market. It's important for OLED manufacturers to make a statement as the LCD TV market moves to larger screen sizes and higher resolutions, according to NPD Research.